Jack Daniels imports from Canada are down 62 %.

Clothing firm Levi Strauss talked about “rising anti-Americanism” in a U.Okay. enterprise registry as a cause for potential slumping gross sales. According to Newsweek, the company higher often known as Levi’s blamed President Donald Trump, his tariffs, and different insurance policies for these souring sentiments within the current submitting.

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Anti-American attitudes do appear to be on the rise because the begin of Trump’s second time period.

Levi’s fearful, Jack Daniel’s hurting

On Wednesday, Newsweek reported on a submitting from Levi’s within the U.Okay.’s nationwide enterprise registry, noting the “rising anti-Americanism as a consequence of the Trump tariffs and governmental policies.”

They apparently introduced this up as a result of they imagine the outrage in opposition to the nation wherein Levi Strauss is predicated may trigger worldwide prospects to hunt out options to identified American manufacturers.

They have good cause to suspect this. It took lower than a month into Trump’s second time period for Canadians to announce boycotts on any and all American items. Much of this ire was about Trump’s harsh tariffs in opposition to Canada and most different nations.

Data is already supporting the concept these boycotts are impacting U.S. firms. Jack Daniel’s dad or mum firm, Brown-Forman, introduced that its second-quarter gross sales from Canada are down 62 % in comparison with 2024. According to the Canadian Macdonald-Laurier Institute, wine imports to the U.S. completely tanked in March 2025.

Alcohol imports have been focused by tariffs, which explains a few of this drop. However, the Institute notes that imports of non-tariffed items like meat and cereals are additionally falling.

Meanwhile, worldwide whiskey manufacturers are gaining floor, although not sufficient to make up for the Jack Daniel’s decline.

“While our non-U.S. brands such as Diplomatico and El Jimador continued to deliver growth, they were not able to offset the decline of our brands that are produced in the U.S,” mentioned Brown-Forman.

“Levi’s is woke”

Predictably, reactions to this information range primarily based on whether or not or not social media customers approve of Trump’s insurance policies. Left-leaning accounts echoed Levi’s in blaming the President for the corporate’s woes and declared that this end result was inevitable.

“Sad — Trump and his administration continue to demonstrate a lack of understanding of basic economic principles,” mentioned @ivanopanetti.

“Trump’s trade wars have caused Americans to pay more for goods. Tariffs are taxes imposed on Americans; consumers pay, not foreign companies.”

Trump critics from outdoors the U.S. confirmed that they’re nonetheless boycotting U.S. items.

“I confirm. No more US brands in my closet,” wrote @Petra_C_M_P. “Alternatives are usually more stylish anyway.”

Trump’s supporters, in the meantime, jumped on the prospect to make use of one among their favourite phrases.

“Levi’s is woke,” declared @USBornNRaised.

Others went straight to denial.

“Translation = Levi-jeans LIED,” mentioned @mail_american.

“The opposite is true!” wrote @GaryMichaelDoan.

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